The cost of potato chips has risen 30% since 2020, according to Fortune. Back then, CNN reported the average chip price was $5.09, and now it’s a whopping $6.56. For those not frequenting the chip aisle often, the current prices might be a real surprise. Recently, an Illinois-based chef checking out the prices at Jewel-Osco stumbled upon Ruffles chips.

A bit taken aback, he decided to share his reaction in a video that has since garnered 92,000 views.

“Look at that,” says TikToker Wes Lieberher (@burnttvnetwork) as he shows the $7.29 price tag on the party-size Ruffles Cheddar Sour Cream Potato Chips. “You’ve gotta be kidding us, Ruffles,” he remarks.

After placing the chips back on the shelf, he continues, “They’re not that good.” Even spotting them on sale didn’t impress him much.

“Oh, they’re on sale for $5. Y’all trying to kill us. I don’t wanna eat your chips anyway ’cause they’re bad for you,” he says.

In the end, Lieberher opts for some healthier chips, albeit for $12. Lieberher, an executive chef, explained to the Daily Dot that keeping an eye on food prices is part and parcel of his job.

“I’m an executive chef for a living, so I am always looking at the price of food at work and when I’m shopping for my family. Chips have been increasing for years, and even more so since the pandemic,” he explained.

While he isn’t completely against buying Ruffles, there’s a condition to it.

“I have a working relationship with a lot of chip vendors for my work, and of course, I would buy Ruffles if the price gets lower,” Lieberher admitted.

Ultimately, he believes the current pricing is inflated.

“These big companies just need to do better by the American people. We see how much their CEOs are making,